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PARTINGTON SHOW

Duhlix

j RUSSIAN
REVELS

PROVES STAGE NATURAL

RUSSIAN
REVELS

Opinion

Vol. II

Publix Theatres Corporation, Paramount Building, New York, Week of Dec. 31st, 1927

No. 6

~ >

RUSSIAN REVELS
‘COMBINES SPEED
~ FUN AND FROLIC

Berkoff Dancers and
-Ormonds Sure Show-
_ Steppers

_ Peppy entertainment is the] _
keynote of ‘‘Russian Revels,’’| ]
Jack Partington’s Publix stage | ;
production. From the opening |
number to the grand finale |
‘there is not a dull moment. - ||
The revue features Louis and |
Frieda Berkoff and the Berkoff
-oetet of dancers, undoubtedly |)
the most talented and most ver-
satile troupe that has yet ap-
peared in a Publix stage show.
Co-featured with the Berk-
offs are the Ormond Sisters,
three pretty singers and dan-
cers who have been featured in|
numerous Broadway musical
productions.
‘Russian Revels’’ opens
with a Russian folk festival

SERVICE REWARDED!

NAMED AS VICE-PRESIDENT

SAM DEMBOW, JR., WINS
PROMOTION AS REWARD
FOR VALUED SERVICE

At a meeting of the Board of Directors of Publix Theatres
Corporation, héld last week, Sam Dembow, Jr., was elected vice-
president, which position has been vacant since the resignation
of Harold B. Franklin nearly a year ago. Members of the or-
ganization throughout the broad field of Publix will rejoice with
those in the home office at this worthy promotion from the ranks
of our personnel. Mr. Dembow joined the home office staff nearly
two and a half years ago, assuming the direction of the Buying
and Booking department.

He brought with him a wide experience in the motion picture
and theatre fields, having been for many years associated sue-
cessively with William Fox, Goldwyn Pictures Corporation and
the Rothschild theatre enterprises on the West Coast. For the
| past few months he has been closely associated with President
Sam Katz as the latter’s executive assistant. Every member
of the home office organization knows him as a friend as well asa
capable executive and the staff of Publix Opinion takes this

which introduces The Don Vo-
eal Four, a talented quartet |
which sets the show off to a
speedy start. Stella Stepanoff
and M. Vodnoy follow with a
comedy hit in which their syn-
-copated rendition of a Russian
‘number earns them a big hand.
‘For an encore Vodnoy gives a/||
curtain speech in Russian dia-|
lect which evokes a score of
ughs. The stage band ren-
dition of ‘‘Russian Fantasy’’ is
followed by the Ormond Sisters
as toy soldiers, in which they
execute a novel and applause-
compelling routine of taps, to
the accompanying ‘‘March of
the Wooden Soldiers.’’ A rope
dance by the Berkoff Girls pro-
vides one of the best novelty
ensembles that has appeared in
a Publix stage show, with the
girls dancing on and off from
the orchestra pit. In their sec-
ond appearance the Ormond
Sisters harmonize two popular
numbers, followed by a fast tap
danee, which at the Paramount
Theatre stopped practically
every show. A novelty instru-
mental number by the stage
band is ‘‘I Love My Volga
Boatman,’’ with the members
of the band appearing behind
Russian caricature masks at-
tached to megaphones through
which they chant. the chorus.

_ Danse Acrobatique by the
Berkoff Girls reveals these tal-
ented youngsters going through
an acrobatic routine. Each girl
exeeutes tricks as difficult as
those performed by any solo
acrobatie dancer now appear-
ing behind the footlights. Louis
ind Frieda Berkoff in their Rus-
sian specialty dancing execute
the most difficult steps with a
erace and rhythm that resulted
in thunderous applause at the
Paramount, and should go
-qually big in any theatre.

CONTENTS CONFIDENTIAL!

Sam Dembow, Jr., who has been elected vice-president of Publix
Theatres Corporation

HOW ABOUT IT BOYS?
WE’RE STILL WAITING

On December 12th there was sent out a letter on the
matter of unit show adyertising managers taking advantage
of the material supplied from the home office on the unit
shows, recounting the necessity for a tickler file, and re-
questing constant contact with this office.

This letter was mimeographed because it was not pos-
sible to write an individual letter in so many cases. At
the bottom of this letter was written ‘‘A reply to this letter
will be appreciated.’’

This. letter was sent out December 12, and at the close
of the old year, December 31, just two weeks and five days,
only two replies have been received—one from Ernest Mor-
rison m Atlanta and the other from Oscar Doob in Detroit.

A. M. BOTSFORD.

Sea tee

oceasion to extend to him heartiest felicitations and best wishes

for many Happy New ¥ears.

FUNNY FELLOW
THIS UKRANIAN

The first Ukranian character
comedian to entertain the Amer-
ican public in'the U: S. is at the
Fie ee Theatre this week with
“Russian Revels,” in a -comedy
sketch that is guaranteed to win
additional honors for him and his
partner. Matthew Vodnoy was a
dramatic actor until he turned to
lighter characterizations. He was
at one time a member of the com-
pany of Orlenoff, one of the great-
est actors of Russia and Ukrania.

| Vodnoy was born in the Asiatic

Caucasians where he entered a
naval academy when he became
of age. In the mess hall of the
academy he often entertained his
fellow students. The commander
of the school saw him one evening
and told him that he was a better
actor than a sailor so he packed
up his things and joined a Uk-
ranian troupe by the name
Haidanaky. He rapidly outgrew
this small company and worked
himself up to the stellar position
he now holds.

DON VOCAL QUARTETTE
IN “RUSSIAN REVELS”

The Don Vocal Quartet, the
Russian quadrille of singers ap-
pearing in ‘‘Russian Revels” at
the et Theatre this week
was recruited from different
walks of life to give the theatre
going public some real good har-
monization. Tgor Keldich was a
captain in the Russian Imperial

Guards before the lure of the}

bright lights finally fascinated
him. Basile Evglevsky was a
teacher, Alexis Alexandroff, the
baritone who renders a beautiful
solo was a rip-roaring Cossack and
Elie Golovine was a well known
mechanical engineer.

This quartet of singers have
been together for eight years but
this is their first appearance on the
American stage. Before they were
given contracts to sing for the
Publix patrons they had finished

SCOTCH LASSIES
IN PUBLIX SHOW

Far more difficult than learn-
ing the tricky execution of new
dance steps, according to the
Three Ormond Sisters, Nora,
Carrie and Daisy, appearing in
“Russian Revels,” was the
knack of adjusting themselves
to American customs and say-
ings. This trio of talented
songbirds and agile dancers
hail from bonnie Scotland and,
although in this country five
years, still retain a delightful
burr in their talk and songs.

Referring to the difficulty
they had learning American
stage terms they related how,
on one occasion, when they
wanted a spotlight at a rehear-
sal they said, “Give us the
focus,” and had a hard time ex-
plaining te the operator that
such was the term for it abroad.
It was equally confusing at
first, when they referred to the
spotlights thrown from the

wings as “side blinders.”

The Three Ormonds, cousins to
Sir Harry Lauder with whom their
father once danced, have appeared
in numerous Broadway musical
successes in all of which they won
eulogies from metropolitan critics,
They hail from an interesting
theatrical family, their mother
once having been a concert fa-
vorite under the name of Mary
Gray. They have a sister, Madge,
Singing in opera, and a brother,
James, a musical comedy juvenile,

a marvelous season in Paris and
the larger capitals of Europe. In
Windsor Chapel they sang for the
King of England who was so
thrilled by their excellent voices
that he requested the Don Vocal
Quartet to continue their marvel-
ous harmony until the Russians
were completely fatigued.

Much of the matter contained from time to time in PUBLIX OPINION is for the informa-
tion of executives and responsible employees only,

D and not for publication or informa-
tion of outsiders. Therefore,

you are cautioned not to leave your copy laying around
on desks, FILE IT for reference. Re-write from it for staff bulletins or newspaper stories,

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PUBLIX PERSONALITY
TO MAKE PUBLIX TOUR

Beauty came

by being picked to play Lorelei in

**Gentleme

yoy
1927

EM |

| WE DON’T BLAME

of ats
the Ru
into national fame by Je

Katz,

n Prefer Blondes’’

Mr, Sam #
Publix Th
Paramour

soaks Tay lor, the “blonde personality,” who after a | During
nation-wi ‘search was selected by Jesse L. Lasky of| |] ing comm
. a8 you the
Barcus nt pa to create the sc screen role of Lorelei se the m
in “Gentlemen Prefer Blondes.” will shortly make a

In the course of thi

‘tour of the leading

City; Palace Tene

the Metropolitan, Houst on; the Saen
Atlanta:

The sei
Rialto, New York: the
poli itan, Bosta on ; Shea’ §
Detroit; the Indiana,
ioe Des

is tour Miss Tay
Denver Theatre, Denver:

lion ever
tion poseibl
dio,

would
with your
cooperatt ol
amount a |
ambassador
pal cities ¢
am bassadol
Taylor whe
in “Genth
Blondes,” ~
| think that

time enou

blix theatres,

Dall

(poe fe
Arrangements are now being made to have the book- | gy
ings on “Gentlemen Prefer Blondes” either correspond | City, Da
with Miss Taylor’s appearance in town or to come after! | ey
her appearance AAs soon as these booking arrangements cin ae
are completed the exact dates on which Miss Taylor will || Buffalo, Det
appear in the various ous on her personal appearance | Om haa
tour will be announced. She will spend at least one day Portland,

; ;
and one evening in eve

tage. Not only
t

Miss Taylor virtua lly

both newspaper mesg
manner. She vig
in each city she visits, j
portant motion pica
known little
as Peter Pan.

extra

girl,

licity and exploitation can be used to the best advan- |
i that, but she will

attraction for one or tw.

ry city in order that all possible || Her itimerss
: ranged that’
in New Ye

there one

Any gentleman could be excused for preferring Ruth Taylor, |
3 : creating the role of Lorelei in the screen version of “Gentlemen Pre-

furnish an added stage fer Blondes,” and who will shortly make a personal appearance on | |
the Publix circuit.

o performances in each city. of the “Ges
peri Ces 1n CN Cts . 2 hd Tele Blondes”
breathes personality and meets PUBLIX ARTIST PLAYED trip will

and | sarah in ‘the most gracious ) pase

one day

in every

may avail

; i rossible pu

role since Betty Bronson. an un-| od
( Stella Stepanoff, who is appearing at the

om : . the.........Theatre||| an added
was lifted to fame by selection this week with Matthew Vodnoy in “Ri ussian Revels,”’ is the ||| for one 4

| wife of Theodore Stepanoff who is well known as a former part- ances.

ner of Pavlowa. Stella Stepanoff came to the U. § five years ago we are

LOUIS BERKOFF BORN
WITH DANCING SHOES

Frieda and Louis Berkoff, former featured prince

wich Village Follies” and othe

ips ing in the Publix stage show,

“esouchasdea emarin| WITH PAVLOWAYS SHOW

Sei ctninenpennienes

stay in Ne

show. with Pavlowa.
days in Chi

r a successful tour of the

| with her husband. Both were in the s; ame
a After

Louis was literally born in|country with this show, Miss||| that Miss ie
idanecing shoes. He made his hie epanoff joined a Russie an act an opportum

This act

first appearance at the age of - )
gtrane : : loudly acclaimed as excellent ||
|éverywhere they pl ayed. [t

five with his father, Albert
| Berkoff, who headed one of the| | toured the Keith and Or pheum
circuits and cause; la sensation.

greatest that |

was||| Of course ghe
ill for appearan
views at ll ti
dio will pay

dance ing’ the time

troupes

>| famous husband in the Imperial ling to pa ra

" 7 young Rerk : F
| come from a talen ted family of country young Berkoff, at the} i Ra issian sallet. In England / expenses
age of fourteen, started to win they danced with ‘ ‘Betty’ and fare and he
eee og ' ‘Mh ) VO staca hi lo ;
|recognition in vaudeville, Later | Th © Boy,” two stage hits. r and
chee ey also entertained England | might be v
he teamed with his younger sis- ‘at Daly 8 Theatre, London. || assign one «

ter Frieda, and after

a sensa-

join the P ty
order that

. |
tional vaudeville tour that last-

the maxim
|ed several years, they were R ; her tri
y_were'!| Ruth’s Ro | Pp.
booked to play in the ‘‘Green- pwning ' 7 peri d
be ig i age Pee OR, go and meets
‘wich Village Follies’’ on Broad- | ae men ple and

| way,

So great was their suc-|

Me ve racio’
| The complete itiners ary of will cj Ba
cess that they were held over Miss Ruth Taylor's coming 4 ‘=
k | personal appearance tour of tion whe wih
| ror the two ensuing edit tions of ord lear ding Publ ix Theatres The mone
| ’ : : pe announced in the i
ithe ‘‘Follies.’? In << Helen of|| next issue of Publix ana
. a r . t wil J | , iat ;
Troy, New York,”’ they were “i yi ee the
pail i ates tebe: | 7 > pl arrive and
4 : : SAVE eg 4
y Broadway Musial bite, aon other | le ter featured for more than a} wit Fer city where she
“Russian Revels,”

i year on Broadway.

aT hie

PUBLIX OPINION, DECEMBER 31st,

1927

PUBLIX PEPPED BY STARS’ PREMIUMS

:NTIRE CIRCUIT
REPRESENTED IN
STAR PRIZE LIST

When Publix made the an-
ouncement that famous stars of
he screen would present personal
vizes for . outstanding exploita-
ion, publicity and advertising
ampaigns during the months of |
yetober and November, 1927, it
vas expected that the offers would
timulate added enthusiasm and
incerity throughout the circuit.
‘he announcement did far more
han that, it aroused a spirit of
nergetic competition that has re-
ulted in unusual box office re-
urns from one end of the chain
9 the other. The contest was
ride Open to all Publix managers
neluding affiliated operations and
rom every house listed has come,
ot one, but many campaign rec-
rds which stand high in the pro-
,otion history of this business.

New ideas have cropped out
nd old ones have been given
ew treatment. The generosity
f the stars in offering personal
ifts has been rewarded in splen-
id style and Publix gratitude has
een expressed in the tangible
orm of generous sales reports.
‘he bond of friendship and co-
peration between picture pro-
ucers and exhibitors has been
emented more securely and a
ermanent spirit of good will es-
ublished between various depart-
ents. |

The task of judging and award-
ig the prizes has been a difficult
ne for the Drive Committee.
ach campaign submitted was
fudied carefully and every pos-
ble element considered to guar-
ntee a fair decision. In almost
rery instance, the prizes were
warded. for’ practical, money-
aking campaigns including
yectacular bally-hoos. The char-
ster of the paid advertising and
le amount of money spent were
vo of the important factors in
stermining the winners. The
impaigns outlined herewith do
ot tell the entire story of each
inning engagement. Weather
nditions, business conditions,
pposition, size of theatre, loca-
on, etc., etc., were fully analyzed
afore the premiums were finally
resented. :

UNDERWORLD” GETS LASKY
CHECK FOR J. P. HARRISON

The Jesse Lasky second award
f $200 was made to Manager

P. Harrison of Waco, by
1e unanimous consent of the
ldges. Harrison advertised and
xploited two attractions within
1€ specified period, and either
ampaign would have justified the
ward on a comparative basis
otwithstanding the unusual
ierit of the majority of Para-

IP HIP HOORAY!

‘WON BY MANAGER
GUY KENIMER

The highlights of Guy Keni-

lount Campaigns everywhere over
le Publix Circuit. Consider Har-
son’s campaign on UNDER-
TORLD which utilized the ideas
nd advertisements suggested in
1¢ Publix Manual. These, mere
ecessories to an imaginative and
iysterious sign device which set
le entire town of Waco talking
bout Paramount and UNDER-
‘ORLD. In working this device,
arrison deserves to be com-
ended for capitalizing upon an
lea originated by Mgr. Amos of
. Petersburg. The device refer-
d to, was projecting the shadow
ade from the cut-out of a tin
ind about the size of the average
and, as a weird sign on a build-
§ across the street. Harrison re-
vised this idea using it a week
. advance,

(Continued on Page 7)

mer’s campaign, which won for
him the Louis Wolheim wrist
watch, were the tie-up with the
Yellow Cabs, a Ballyhoo using two
boys on donkeys, and a football
parade and stunt which consisted
of having boys dressed as comical
soldiers who distributed heralds
at the football stadium during a
major football game in advance
of the Florida showing of TWO
ARABIAN KNIGHTS.

A midnight show attributed to
the unusual gross business which

helped win the prize, also a spe-

cial students matinee which cul-
minated in record-breaking busi-
ness..

CAMPAIGN BEST

FOR BILLIE DOVE
“Eee ae oe

The Humidore awarded by sillie
Dove was won by Tom Holliday
of the Imperial, Columbus, chiefly
because he has already established
this star as a box-office favorite
in his town. . He therefore gave
unusual prominence to her name
in all his conventional advertising
in connection with First National’s
“THE AMERICAN BEAUT ¥.”
Cut-outs and photographs of Billie
Dove were used as the main at-
traction in all outdoor cooperative
displays, and among other stunts
a special lobby arrangement was
devised featuring the star’s pic-
ture right in the center of a huge
American Beauty rose.

St. Petersburg gasped, stopped, shouted, then stormed the Florida Theatre to see Clara Bow in ‘‘Hula”’
all of which meant that Charlie Amos won Jesse Ll. Lasky’s cash prize of $300 for the best cam-
paign on a Paramount Picture during: October and November.

WOLHEIM WATCH TOM HOLLIDAY’S |How Mgr. Carroll

Sold ‘“‘The Rose of
The Golden West’”’

Among the highlights of a
spectacular campaign, a special ad
in a Spanish paper in connection
with ROSE OF THE GOLDEN
WEST, and a tie-up with the lead-
ing cigar stores and high schools,

and Junior High School, won for
|Mer. John Carroll of The Tampa,
Tampa the Silver Cigarette Box,
awarded by Mary Astor, for the
best campaign in connection with
one of her First National pictures.

A great many excellent reports
were submitted on this picture
but after every consideration Car-
roll’s campaign was decided to be
the winner. Previous business and
eareful expenditures were also
leading faetors in making his re-
port an unusual one.

iSKY AWARD WON BY CHARLIE AMOS

|
|

“HULA” CAMPAIGN
MOST PRACTICAL
OF BIG CONTEST

The Jesse Lasky cash prizes rep-
resenting two awards, the first
prize $300, won by Manager
Charles Amos of the Florida
Theatre, St. Petersburg; the sec-
ond award of $200, won by Man-

lager J. P. Harrison of the Hip-

podrome Theatre, Waco.

The award made by Mr. Lasky
for the best advertising and pub-
licity campaign on any Paramount
picture during a specified time
might have been won by Mr. Amos
on a number of counts, for the
Florida Theatre plays Paramount
pictures continuously, and it is
hard to tell which of Mr. Amos’s
imaginative campaigns was the
most skillful and effective... How-
ever, the first award is made to
Charles Amos with a unanimous
vote on the part of the judges,
especially because of his campaign
on HULA, which played a 2-day
engagement, October 12th and
13th.

In preparation for HULA, the
campaign of Mr. Amos’s started
two weeks in advance with a 24-
sheet banner on a building on the
Main street of the city, spotted
with light from across the street
at night. Twelve small cut-outs
of Clara Bow in costume were used
on soda fountains, beach stands
and windows, and as the play-date
approached, these displays .were
tied-up with a music store which
resulted in a large window display
on the main street with an elec-
tric Victrola playing . Hawaiian
music in the window during the
evenings.

Unfortunately, space does not
permit a description of the work-
ings of one outstanding device
which probably sold the most tick-
ets for the Florida Theatre. Briefly
described, this’ was a life-size cut-
out of Clara Bow arranged mech-
anically so that Clara appeared to
be dancing The Hula. The mechan-
ical figure had a real grass skirt,
reaL-flowers, and other effects to
make it life-like, and was ar-
ranged in a hut made out of palm
leaves. The entire display was
illuminated, and had the -advan-
tage of the best locations in St.
Petersburg. Manager Amos ad-
vises, this ‘ianocent”’ display was
so life-like that some of the ‘old
folks’’ called on the police depart-
ment to have it stopped. But the
police refused to remove it.

Understand, this was all ad-
vance advertising, with various de-
vices added to the campaign as
the play-date approached. There
was, for instance, a 40-foot ban-
ner hung from the top of the
theatre’ building, advance pro-
grams inserted in laundry pack-
ages, and in all packages distrib-
uted by cleaning establishments.
Rear-tire announcements were
used on the back of all taxicabs.

One of the most effective things
that Amos does when he is after
unusual results with an outstand-
ing picture is, to put over a stage
stunt which is decidedly an enter-
taining act, but nevertheless an
advertisement for his coming at-
traction. We emphasize an act
which Amos devised using local
talent, 8 girls in Hawaiian cos-
tume on the stage doing a novelty
act with the advance trailer.

It is hard to do justice in a de-
scription to the campaign that won
Mr. Lasky’s first prize, $300
award, for the mere fact that. this
great campaign was effective be-
cause it was subtle. We would
say the award was made on the
basis of imagination which Mr.
Amos used in devising plans which
make the most forceful and effec-
tive impression for the least cost.
And cost has been an item to con-
sider in St. Petersburg ever since
the Florida boom.

wil

Ayana

ens otimon, rere
| DAVIDSON ANDIRVIN GRAB ;."e~,, BEBE DANIELS WAT
BEERY AND HATTON GIFTS "== "=> WOODS WITH “SWIM

Mer. Floyd of the Queen, Hous:
ton won the Charlie Murray Sil-| Tie-Ups and School B ckk

i jing feature of this advertising :

| | campaign was, a stunt which Mer. | because of the ‘horns with wae x

i < é Vi nal ; r | Floyd worked two blocks from the} and BEN HUR, and we must give

| An airplane (a real one) with the wings off proved | Floyd worked two blocks Ttea of] attractions. He won e must gi ae
| hich he sold SWIM G@

the keynote of an advanced enduring Tun advertising two dummies worked mechanical-| successful manner in w
> | ly so that one appeared to be talk-| and 3rd.
ng permission to use all |

campaign put over by Manager L. E. Davidson of the | ine to the other. The dummies sci ok wetll |
were worked by a man who op-| advance of play day to sell a picture of
authorities are usually

: ; ; Ty 7 : » 7 a
Prstes Aneatr, Sioux City, which miadi:. bi the our l erated them inside a merchant’s| that the school
term the more intelligent type entert

standing results won for him the gold fountain pen |store. These dummies “sold” the
| merchant’s wares, but every now} accomplished it and these blackboards
drawings of Daniels

awarded by Wallace Beery. We wish that space gave | ana then chatted about “The Life =
us the opportunity to describe how this plane was used. Sa aa. daverticing | wae __cThrough, the sportine eons, ae
Furthermore, Davidson got the whole community ex- | free, while the merchant paid fo") Wet Tchoytbestpe te department ee "9
Furthermore, Margot NOW WE'RE IN THE AIR |feyr'nc sfevsixe vocted. [proves te mer a in advance ie
when it played the Princess | ger ee
Theatre by arranging with
a local aviation company to
send up a plane which
dropped small parachutes
to which twenty-five tickets =
were attached. He also}
used a daredevil building}
climber who gave his serv-
ices in exchange for two|
tickets; this daredevil un- |
rolling a banner advertis- |
ing the show after he had |
climbed the highest build- |
ing in Sicux City.
It was the same attrac- |
tion, NOW WERE IN)
THE AIR that won for)

Warren Irvin of the Caro- | The Drive Committee and all Publix Executives take this occasion to thank the various
lina Theatre, Charlotte, | screen stars who have so generously donated these valuable gifts to Publix managers.
Eee Caen a winning eae tetined ereganan are examples of the wholehearted gratitude
re caapaiieas aa ase appreciation expressed from every Publix Theatre Manager, Press Representative
series of teaser newspaper | and Home Office Executive.

ads devised on the caption) Res Lees ae

“Tindbergh’s only Rival.” |
A huge cut-out was arrang- | - ————————
ed on the theatre marquee Ee
devised from the 24 sheet. | EARLY BIRD GOT TH e BACON
It had blinking eyes which |

could be seen for two) ag ene
blocks. The gross business; | oe” nee o |
was almost a record. a ' <S ed

GIRLS’ FIGURES |
HELPED HIM WIN

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av SUNRISE" |

advertising versus results shows
a comparatively high gross
business that won for Manager |
Whitaker of the Imperial
Theatre, Charlotte, the Esther
Ralston desk clock. Outstand-
ing in Mr. Whitaker's cam
paign as a means of advance
advertising was a tie-up with |
the Toledo Scales Co. and the
use of two thousand novelty |
heralds. Whitaker opened his |
Ralston picture on Halloween |
night. The theatre looked empty
early in the evening due to the
social functions and crowds on
the street. But Whitaker
proved equal to the emergency.
He dressed two of his girl
ushers in bathing suits and ar-
ranged ribbons bearing the
title, FIGURES DON’T LIE
on strips dressed over their
shoulders, and a sign reading
the Imperial Theatre placed
around their waists. These| The Constance Talmadge Photograph Frame was won by M

é 0 ) Nor

girls were paraded through the A .
crowde and through the thea sheville by a campaign, the outstanding device of whict
ch

tre. “BREAKFAST AT SUNRISE.” was an unusual lobby for

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— ee

PUBLIX OPINION, DECEMBER 3lsr, 1927

METRO-GOLDWYN-MAYER TROPHY TOE. R. ROGERS

Every school boy in Greenville worked for the Saenger Theatre to win the ‘Drop Kick” prize

for Manager Dan Burgum.

BARTHELMESS AND MULHALL PRIZES GO
TO MISSISSIPPI AND NEW HAMPSHIRE

SPLENDID WORK WINS FOR MRS.
IRMA REDDEN AND DAN BURGUM

JANNINGS PRIZE
GIVEN TO M’G’R
CARTWRIGHT

J. L. Cartwright won the Emil
annings’ brief case by his clever
xploitation of THE WAY OF ALL
‘LESH when it played the Cap-
(ol, Macon, three days, October
‘th, 28th and 29th. This cam-
aign was tied .in with the gen-
ral advertising for the Publix
larvest Month Drive. Outstanding
mphasis was given THE WAY OF
.LL FLESH, however, by an ex-
eedingly effective single page, co-
perative spread.

Manager Cartwright got the
Lost newspaper representation for
he least money of any manager
n the circuit who played this Jan-
ings’ attraction, including an ex-
eptional review written by Fanny
‘artill.

Emphasis was given to this par-
cular picture by street Danners

nd window displays and addi-|.

ional outdoor advertising. All
1ings taken inte consideration,
omparatively Cartwright got the
est results with this picture,
cope of campaign and nominal
osts taken into consideration.

The committee of awards got
no greater satisfaction than the
inspiration of realizing that cam-
paigns sent in by Mgr. Dan Bur-
gum of the Saenger Theatre,
Greenville, Miss., and Mrs. Ima
M. Redden, of the Lyric Theatre,

Dover, N. H., were on a com-
parative basis, entitled to an
award. Greenville, Miss. has a

population of 11,500. We do not
know all of the physical character-
istics of the theatre. Dover has a
population of from 14,000 to
15,000, and Mrs. Redden’s theatre,
The Lyric, is what is termed a
Class B or Class C operation. And

— BAGS BAGGED BAG

One of the outstanding ex-
ploitation stunts in The
Strand, Knoxville campaign

for SMILE, BROTHER,
SMILE, which won for Mgr.
Helms the Dorothy Mackaill
Golf Bag, was a lobby dis-

play of trunks and hand

bags.

LAYMOND JONES CLEANED UP
ON “SHANGHAI BOUND”

Nix Desk Set Won by Splendid Work
And Huge Box Office Response

Name of Dix was of course
layed strong in all ads. Jones
und out that Tex O’Reilly, au-
lor, was former managing editor

f San Antonio Light, and broke.

‘ont page with it Saturday of
ening, with stories running dur-
ig week. Four days in advance,
x high school Fords were paint-
i.in Chinese designs, with the
ords “Shanghai Bound,” on
lem,.and were driven all week
y their owners for two passes
ich. Window displays of stills
the picture were obtained, with
rner cards on stills.

High school night was inaugu-
ited Friday of Richard Dix’s en-
igement. Cheer leaders of both

senior high schools were present
on the stage, and pep squads were
in reserved sections in the au-
dience. Al Morey and the Merry
Mad Gang, and Muth the Or-
ganist, played popular high school
songs. Announcement was made
that every Friday night would be
high school night, with extra acts

of entertainment furnished by the
students themselves henceforth.

Special Chinese front was built
by Wellington, artist, which at-
tracted considerable comment
during week. Special Lobby,
trailers, posting and ads used in
advance,

it is an upstairs house with all
seats on the second floor.

We call these contests with the
awards offered through the cour-
tesies of the stars and Production
companies, a success when they
inspire to unusual efforts the
Managers in the smaller opera-
tions and smaller towns who or-
dinarily tend to assume that they
do not have a chance. Neither
this Saenger operation in Green-
ville, nor the Lyric Theatre, oper-
ated in Dover are tied-up system-
atically with the Home Office Ad-
vertising Department, but all
these associations of Publix were
eligible to the. prize awards.
How many of the men directly as-
sociated with the Publix Advertis-
ing Department, representing the
smaller operations, and Class B
theatres feel that they did not
have a chance?- No one made a
more sane and sincere effort to

put a picture over to its max-°

imum possibilities than Mrs. Ima
M. Redden when she handled
THE POOR NUT, starring Jack
Mulhall. She doesn’t smoke but
her husband does, and we con-
gratulate her on winning the Jack
Mulhall Cigarette Case. As Mrs.
Redden says, after the contest
announcements she studied her
bookings, and then decided to ex-
ploit in an unusual fashion the
picture which warranted the
greatest effort. The highlights of
her campaign were, effective news-
paper ads and representation, and
a ballyhoo effective in bucking
cold and snowy weather~ that
would chill the initiative of some
of the boys in the B operations
in the warmer climates.

When the size of the town is
taken into consideration Dan
Burgum tended to win the award
on the creditability of his news-
paper ads and representation. He
won the Golf Sticks awarded by
Richard Barthelmess, and the pic-
ture was THE DROP KICK. And
Mr. Burgum got results, and the
Greenville High School team and
the Moorhead High School team
helped him get them. The Green-
ville team was the theatre’s guests
on the night of the opening, and
Mer. Burgum had the privilege of
advertising the picture THE

| these two attractions.
| were turned in from everywhere.

Manager T. W. Erwin’s
Teaser Campaign for
Menjou

Based on comparisons Manager
T. W. Erwin got gross. results
with “A Gentleman from Paris”
sufficient to prove that the merit
of his Adolphe Menjou campaign
was sufficiently outstanding. to
win the set of studs and cuff links.
Only a nominal amount of news-
paper space was bought and paid
for. But a series of teaser ads
had unusual force because of the
contest. Pictures of Menjou were
published on certain days in which
this star had on his high hat,
while in another series Adolphe
was pictured without his hat.
“What’s Wrong with this Series
of Advertisements’? was the con-
test caption. Strange to say, none
of the answers received were cor-
rect, though the ten tickets of-
fered as a prize were sent out to
the ten most effective answers.
The entire campaign was based
on a slogan line used in outdoor
billing and advertisements play-
ing up Menjou.as the “Prince of
High Hats — Not Slim Lind-
bergh.”’

SLENTZ HAD BEST
JESSE JAMES
RESULTS

Unusual gross business, the re-
sult of effective advertising, won
for Roy Slentz the Fred Thompson
wrist watch when he was manag-
ing the Rialto Theatre, Colorado
Springs. Outstanding-in his cam-
paign was ‘the fact that Slentz
revised and used the series of “‘If
I were you’’ newspaper ads, tie-
ing up such personalities as the
Chief of Police and other chiefs
of long order, veritable endorse-
ment of the authorities to the
Jesse James picture which sold
the star, Fred Thompson, as ‘“‘The
Lovable Outlaw,’ “A man more
sinned against than sinning,” was
another effective caption broad-
casted by every means at his dis-
posal. There were additional hook-
ups with the podlice department
and all the regular advertising de-
vices were used.

Banky-Coleman
Prize To Taylor

(Continued from Page 4)
on Wednesday. Thirty community
and suburban newspapers contrib-
uted regular space to current and
forthcoming shows. Five of these
used, as usual, three column cuts,
four two column cuts and three
one column cuts. 100 window
cards were used in best windows.
Trailers, program, lobby display,
etce., as usual. Pictures of Alex
Hyde in both roto sections, also
picture of Albertina Rasch girls.

DROP KICK at the football game
between these two teams. The
day before the showing he had
the team in front of the theatre
in uniform guarding the display
of the prize football, which it was
advertised would be awarded to
the one who caught it when it
was kicked from the roof of the
theatre by the captain of the
team. In this small town the
stunt attracted-so much attention
that traffic was stopped, and an
entire section had to be roped off
by the police, including a delay of
street car traffic.

CHATTANOOGA MANAGER SCORES
WITH “BIG PARADE” CAMPAIGN

We do not know whether it was the Metro Goldwyn silver loving
/cup to be awarded for the best Metro picture campaign or the fact
that all managers on the Publix circuit were keyed up to the merit
of the road show successes BEN HUR and the BIG PARADE which
resulted in the outstanding advertising from all over the circuit on
Exceptional campaigns and exceptional results

Practically every manager who
played these pictures deserves
honorable mention, and if we had
a second award to make, it would
certainly go to Mr. Woods of the
Colorado Theatre, Pueblo. But the
committee gives first honors to
kK. R. Rogers of the Tivoli Theatre,
Chattanooga, and unanimously
awards to him the silver loving
cup, This award was based on
his campaign on THE BIG PA-
RADE which when played was vir-
tually playing a fourth run in
Chattanooga.

Rogers in his advertising created
the desire for people to see this
attraction again and again. His
devices were creative and emo-
tional as well as informative, in-
cluding a detachment of soldiers
who did guard duty night and day
in front of the theatre, the presen-
tation depicting the band in war-
time France, all members in uni-
form and the musie director Keese
wearing a uniform of captain.
Then there was a festival of song
in which the audience was asked
to sign with the members of the
band the popular tunes of ten
years ago when the Big Parade
was an actuality. Special tie-up
song sheets were distributed for
this occasion through outside sour-
ces and within the theatre during
run,

The newspaper representation
and the quality and effectiveness
of the publicity and the reviews
had that freshness so essential to
Success, despite the fact that
Papers had handled the attraction
twice before when it played the
Bijou as a road show and on a
third occasion when it was brought
to the auditorium through the
auspices of the American Legion.

We hand it to Mr. Rogers for
advertising THE BIG PARADE af-
fectively and campaigning it with
all the enthusiasm that any man-
ager might handle a brand new
attraction which had never been
Previously played.

F. J. MILLER WINS
CHESTER CONKLIN
SPOTLIGHT

A large headlight which was
wired and illuminated and placed
on a huge beaver board cut-out
of a locomotive appears to be one
of the effective things in a cam-
paign which won for Manager F. J.

Miller of the Modjeska Theatre,
Augusta, Georgia, the appropriate
prize of an automobile spotlight
donated by Chester Conklin. The
picture was TELL IT TO SWER-
NY, and Manager Miller’s box of-
fice results entitled him to first
consideration.

There was a tie-up with the
master mechanics and foremen of
the local railroad shops whereby
a notice was placed for the special
attention of all the shop em-
ployees. Obviously, the railroad
shop men attended this farce com-
edy as evidenced by the increased
business over any previous Mon-
day and Tuesday for the past six
months. Any good treatment of
a railroad subject always makes a
hit in Augusta and Manager Miller
knows how to reach a receptive
audience.

If we had space to give you all
the facts, you would be convinced
that no other campaign on TELL
IT TO SWEENY approached this
one.

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A Great Picture for Kids

M. W. KORACH WINS MUCH
COVETED SILVER CHEST
AGAINST STRONG FIELD

5 : toe dade
: st of Silver which Mary Pickford offered as a prize .
eo aanaine advertising campaign in a Publix theatre =a edge
loitation of her picture MY BEST GIRL inspired every ma: ght
pouenons! efforts. All a groan were the maximum in scope,

i e highest stand- | ————_—___—_—_———————————
oan frdcoadinente “advertising, | 9th. This was the Camp Fire Girls
backed up by forceful billboard | party, a yearly event in Omcke-
and outdoor displays. The judges|but this time tied-up with t :
in making this award had to bear | Rialto Theatre in the interests 2
in mind the variation in the po-|MY BEST GIRL. The one a
tential possibilities of the numer-|Camp Fire Girls Doll Shop e
ous towns and cities where MY | been established for 4 years. Eac
BEST GIRL played, and it wasjyear in Novetnber the girls take
obvious that the award would g0/up a collection of old dolls, to be
to the manager who devised the /|re-painted and re-dressed, and .to
most imaginative plan, incorporat-|be made by them into new ones,
ing news values, resulting.in an|in time for distribution to the
unusual scope of publicity in com-|poor children at Christmas-time.
parison with cost. On this basis, | Formerly these dolls had been col-
and also on the basis ofthe re-|lected through the schools and
sults, the Chest of Silver from other sources. This year they
Miss Pickford was awarded to M.|were collected at the movie party
W. Korach of the Rialto Theatre, |given by the Rialto Theatre man-
Omaha. ager. The admittance to this

Korach played MY BEST GIRL |Mary Pickford show on Novem-
the week of November 19th.|ber 19th was a used doll, or a
The daily publicity which broad-|used toy. The dolls collected
easted for 10 days beforehand this |through this activity were turned
Mary Pickford attraction, was due|over to the Boy Scouts, to be re-
chiefly to the “party” that Mgr. | painted, repaired and re-juvenat-
Korach arranged Mary Pickfordjed. The local business and social
should sponsor; held in his thea-|clubs, and the newspapers sup-
tre on Saturday morning November (Continued on Page 7)

CEES TRE TR VEE FEST F rs

% ety

eS ye

Photo Play Theatre

Sai

Hugh Smart of the Strand
Theatre, Montgomery, Ala-
bama, won the Military
Brushes presented by Milton
Sills, on the strength of a
spectacular newspaper cam-
paign on First National's
“Hard Boiled Haggarty.”
His advertisements were un-
usually clever and eye-catch-
ing despite a limited amount
of space used. Of course,
the newspaper display was
backed by the usual run of
outdoor bill posting. His
lobby display was also a
feature worthy of special
consideration in awarding
the prize.

NEWSPAPER ADS WON
BEN LYON HARVEST PRIZE

Effective, clean-cut newspaper
advertising on “The Love Of
Mike,” a First National picture,
helped the judges in awarding the
Leather Wallet and card case
given by Ben Lyon to Manage
T. Y. Walker of the Noble Theatre,
Anniston, Alabama. Walker’s copy
is always convincing and well ar-
ranged but for this picture, he
outdid himself with some particu-
larly good lay-outs which literally
talked out loud.

The balance of the “Love of

Mike” ‘campaign was equally as

“MY BEST :
GIRL © \.

Sinakt fo".
the PAVE

er | placed in just the

ae
we

but the Winning Campaign brought the Family

CLARA BOW'S DESK 1

w bronze desk lamp was @ i
is Hula campaign, October!
paign was exceedingly clever and avolieue

$s more churche
community is exceptionally conser-
vative even for a town that does
not have Sunday shows, and we
hand it to Manager Perrin for
conceiving a campaign decidedly
clever in its appeal to the college
community and young folks while

than any other town of ite am

|a number of
| nouncements
|ment stores)
| fountain —

avoided a number of pitfalls |
lat might have offended the ul-}

iservative
fly, the campaign was note-
because of the advertising
Which started two weeks’ in ad-
| Vance This advance advertising
did not conflict with the current
or earlier attractions and included

worthy

| effective

Little money was spent
but every

Penny seemed to be
right way to get
Outdoor adver-
tising was consistent and the lobby
| display attractive,

| News

ithe best results.

Spaper advertisements had
much to do with the final awards
;}and many fine specimens were
ie in ad records, however

| on this picture, Manager Walker’s

were the best of all.

title,

Other spe
sisted of F
nouncemen
sonal "
door, a i
tioned “Sh
special wh <
Bow hats in

“We en

a a se

PUBLIX OPINION, DECEMBER 3lsr, 1927

"
|

TO SIR

t t think of three of
Sir Harry Lauder’s cou-

fact, however. .
The cousins of the great Scot
sh comedian are none other
an the three Ormond Sisters
te ) are appearing in the Publix
ie production, “Russian Re-
Is.” And not only are the
ters really cousins of Sir
Jarry, but they’re just as Scotch

s a bowl of haggis. They were’

laying in vaudeville for three
ears and for some time were
eatured with Ed Wynn in “The
zrab Bag” before they ever re-
ealed the fact of their relation-

hip to one of stageland’s great-

st characters. |
Only after a great deal of per-
uasion did they admit that they
vere “kinfolk wi’ heem.” Oh
res, the delightful burr with
vhich they talk and sing is en-
irely natural and did not have to
e cultivated. In fact, it is so
atural that, upon the occasion
f their first appearance in this
ountry, they took special lessons
n diction to soften the burr for
\merican ears.

But to get back to the three
ittle lassies and the cousin, Sir
Tarry. It is on their mother’s

ide of the family that they are |

elated, although their father,
oseph Ormond, was the close
riend of Sir Harry Lauder
vhen they were boys in school
ogether in Scotland.

Mr. Ormond and Sir Harry
ised to be dancing partners when
he latter knew more about coal
nining than he did about the

» Three-Ormond Sisters, Nora, Carrie and Daisy, appearing in
“Revels,” are close relatives of Sir Harry Lauder, but
i to succeed on Own merits and kept fact ai secret.

REE BONNIE LASSIES
_ AN’ RELATED TO LAUDER

<EE OF FAMOUS COMEDIAN’S KIN
_ KEPT SECRET RELATIONSHIP

the cele-

HOOT MON!-THEYRE HARRY’S _ ||| Omaha Man Wins

HARRY

stage. It was at times when
work was over that they used to
appear as a dancing team at a
little outdoor amusement place
near Glasgow, known as “The
Moss.” . Later Mr. Ormond
went into trade in Glasgow,
opening there the first store in
Scotland where Sir. Thomas
Lipton’s teas were sold.

Daisy, Nora and Carrie are
the first names of .these agile
dancers and tuneful singers in’
“Russian Revels.” They have
been an outstanding feature in
not only “The Grab Bag,” but
in “Make It Snappy,” with Ed-
die Cantor, “The Greenwich
Village Follies,” “The Music
Box Reyue” and numerous other
Broadway musical hits.

Their theatrical education be-
gan in Scotland at an early age,
with dancing instruction from
their father, and lessons in sing-
ing from their mother, who had
won renown on the concert
stage under the name of Mary
Gray. They first attracted at-
tention abroad as the John Tiller
Baby Troupe when they appear-
ed at the Alhambra Theatre in
Paris in the concert company of
their cousin, Sir Harry Lauder.
Since their first appearance in
this country they have been an
unequivocal success. And that
they have inherited the true Scot-
tish instinct for thrift is evi-
denced by the fact that they re-
cently purchased a $35,000 home
on Long Island, New York, for
their parents, with whom they
live when not on_tour.

Asked why they waited so long
to make known their relation-
ship to Sir Harry Lauder, the
Ormonds said they did not de-
sire to trade on ‘his reputation,
preferring to succeed on their
own merits, or not at all. If
anyone doubts that they have
succeeded, let them drop in at
the Theatre and see
these three bonnie lassies sing
and dance ir “Russian Revels.”

see ee ee eee

|spread publicity to the event

| Pickford in MY BEST GIRL.

Pickford Prize

(Continued from Page 6) .
ported Korach’s plan. Miss Pick-
ford-sponsored the party by a wire
which contained a special message
of urge and welcome to the oc-|
casion. The newspapers gave wide
of.|
course, including mention of Mary |

Mer. Korach started his regular )
advertising two weeks in advance, |
and in addition to the Christmas |
party just mentioned, was ‘success-
ful in getting the Bee- News to}
inaugurate a MY BEST GIRL |
eontest such as that described in
the Manual and press material.
Other important angles to the
campaign included broadcasting a_
Radio announcement of the pic-
ture every day for two weeks, the
arrangement of 3 major displays
with 3 department stores, the co-
operation of book stores, the ’5 |
and 10’, and some special adver-
tising in the German, Italian and
Swedish newspapers. The scope
of his campaign, the resourceful-
ness, and imaginative qualities of
the work of Mer. Korach would
on the basis of comparisons have
entitled him to this Mary Pickford
prize, to say nothing of the fact
that he got record-breaking re-
sults too, in competition with the
de luxe Publix attractions this
year at his chief opposition the
new Riviera Theatre, Omaha.

Berkoff Girls
Well Trained

The eight Berkoff Girls
whose sensational dance rou-
tines are one of the outstanding’
features of “Russian Revels,”
are making their first appear-
ahce as a unit in this Publix
stage production. These girls,
ranging in age from sixteen to
twenty, are all products of Hol-
lywood, California, and under-
went a rigorous six months
course of training under the
direction of Louis and Frieda
Berkoff before they were sent
out as a troupe. Each one-of.
the girls has enough talent to
appear as a specialty dancer in
any musical production now
playing on Broadway.
girls in the troupe are Buddy
Bushman, Jean Joice, Joy Rich,
Shirley Faire, Dorothy Lyons,
Billie Toy, Buddy La Vonne
and Ivy Carnette.

| DADDY, BU

The |

Y ME: TRA

A bevy of Spanish beauties who will appear in the forthcoming
Publix show, ‘‘Havana,’’ pose with expensive drape.

BEAUTY IN “HAVANA”
WITH $25,000 SHAWL

DOROTHY BERKE WILL WEAR DRAPE
TWO CENTURIES OLD AND
INSURED FOR $20,000

A $25,000 Spanish shawl,
made by hand nearly two cen-
‘turies ago, is one of the stage
properties to be seen in Jack
Partington’s “Havana” which
will soon tour the Publix Cir-
cuit.

The shawl will be worn by
Miss Dorothy Berke (who has.
conducted dancing: classes in
Cleveland, Baltimore, Chicago,
Denver and Memphis with her
husband, Boris Petroff) in a
wild, modern ballroom dance
called “Jai Alia Tango.” This
dance is now the rage of the
Cuban capitol. It is inspired
by the swift indoor game of
“Jai Ali” which, after becoming
a Spanish national sport replac-
ing bull fighting, captured
Mexico, Cuba and South Amer-
ican countries, and swept its
way across to Florida, and
even into several northern
American cities. The “Jai Ali
Tango” bids fair to become as
popular as the sport.

The shawl which Miss Berke
wears was presented by King
Alphonse of Spain to Maria
Monterro, famous spanish _bal-
lerina. Senorita Monterro loan-
ed the precious drape to Miss
Berke, who is her closest friend.
Miss Berke has had it insured
for $20,000 by Lloyds, and each
night has it locked in the thea-
tre vault for safe keeping. The
shawl is made of silk nearly a
sixteenth of an inch thick. It
is figured with peacocks, and
romantic scenes in a dozen bril-
liant. colors. “Havana,” in
which Miss Berke will appear,
will be a swift, colorful glimpse
of Cuba at play in the brilliant
society cafes and casinos of
Havana. A score of beauties,

‘in native dances and songs, with
a number of famous Broadway
stars and acts in various roles,

build up the show in support of
Miss Berke.

It was originally intended that Boris Petroff in person
would be in “Havana” as dancing partner of Miss Berke,
but the Loew-Publix production department tieup makes

it impossible for Mr. Petroff

to make the tour.

TRAINED FOR MONTHS
TO PERFECT STEPPING Second Lasky Check

The Berkoff Dancers highly speci

alized dancing troupe of beauties,
whose unison in terpsichorean routines is a big
feature of “Russian Revels.”

J. P. Harrison Wins

(Continued from Page 3)

He had to kill a couple of
windows on the building which
were to ‘‘hold” the shadow,
by covering them and _ then
white-washing the front. He had
a boy operate the spot light.
This boy would throw the shadow
of a hand on the street below the
building. Then this grotesque
shadow was made to travel slowly-
up a white banner until the long
tappering finger of the shadow
pointed to the title UNDER-
WORLD. We wish space would
permit us to describe the entire
campaign in detail. But suffice to
say the other items which entered
into this forceful UNDERWORLD
campaign of Harrison’s were as
imaginative as the one just de-
seribed. And Harrison got results
that approached a record.

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| Publix

Publix Theatres Corporation, Paramount Building,

You Know What Publicity Will Do For You!

“Leave no stone unturned to give Publix the
high standing it holds in the world of theatres.”

Publix © Opinion
Published by and for the Press Representatives and Managers of
PUBLIX THEATRES CORPORATION
SAM KATZ, President

A. M. Borsrorp, Dr. Advertising Joun .E. McInerney, Editor
Contents Strictly Confidential.

a O)
SPECIAL CORRESPONDENTS

Home-Office, New York City

Ben Serkowich
Jack McCurdy ...........:++++-s++-+.Olympia Theatre, New Haven, Conn.
Vernon Gray . poe cespe secs cus cencessy Metropolitan Theatre, Boston, Mass.
John McGrail Metropolitan Theatre, Boston, Mass.
Cc. B. Taylor Shea’s Buffalo Theatre, Buffalo, N. Y.
Mr. Breretor
Michigan Theatre, Detroit, Mich.
Ace Berry Indiana Theatre, Detroit, Mich.
W. K. Hollander
Lloyd D. Lewis
BALSPine: SNe sk ve cei ROR bn ewes -.-.-Chicago Theatre, Chicago, Ill.
JOHN. JOKED 25555 25 Sack Ces mews a eR RES Chicago Theatre, Chicago, Il.
Dave Lipton Chicago Theatre, Chicago, Il.
Ambaasador Theatre, St. Louis, Mo.
Capitol Theatre, Des Moines, Ia.
Riviera Theatre, Omaha, Neb.
Denver Theatre, Denver, Colo.
Palace Theatre, Dallas, Texas
Texas Theatre, San Antonio, Tex.
Metropolitan Theatre, Houston, Tex.
Sidney Dannenberg Alabama Theatre, Birmingham, Ala.
Maurice Barr Saenger Theatre, New Orleans
peed Gagig es Seas Smee Rhus a wale nese Howard Theatre, Atlanta, Ga.

Promotion

The election of Sam Dembow, Jr. to the Vice Presidency
of- Publix Theatres is an inspiring example to the. personnel of
Publix Theatres Corporation.

Mr. Dembow. came into the theatre department of Famous
Players-Lasky before it became Publix, about two and a half
years ago; and took over the management of the booking and
buying department.

When Mr. Katz assumed the presidency of the theatre, and
the corporation was formed known now as Publix Théatres
Corporation, he met Mr. Dembow for the first time. The han-
dling of the bookings over the circuit, and the intelligent man-
ner of straightening out the buying department, as evidenced
by Mr. Dembow at that time, could not fail to receive the favor-
able attention of Mr. Katz, and the progress of Mr. Dembow
from that point on was rapid. After the resignation of Mr.
Franklin, a great many of the latter’s duties evolved on Mr.
Dembow and of late months he has been of personal and prac-
tical assistance to, Mr. Katz in every detail of the business of
this vast organization. His election to the vice presidency was
a matter of recognition of his work of the past two and a half

years and of the work he is doing at. present.
The fact that Mr. Dembow, who came as a practical unknown to
the present executives of Publix, established himself in their minds

Lou Goldberg
Raymond Terranella
Robert Kelley

Bud Burmester

so firmly by ability and energy, as to make his rapid advancement |

a foregone conclusion, is an example of what the possibilities are for
every member of the Publix family who is willing to let his works
alone speak for his ability.

Promotion from within the ranks is the policy of Publix-and this
has been evidenced with particular force and inspiration to all of us,
in the election of Sam Dembow, Jr. to the Vice Presidency of Publix
Theatres—A. M. BOTSFORD.

Extra Energy

My attention has just been directed to an incident that I feel
justifies a few words.

Mr. Fitzgibbons, in charge of the Eastern Division, was disap-
pointed at the showing of the Carolina Theatre, Charlotte, N. C.,
during the month of October, and talked with Mr. Irwin, the manager
of the theatre about this, and Mr. Irwin promised to put on a personal
drive of his own during the month of November to make up for the
showing in October. The result of ‘this personal drive was that the
profits of November were 125% greater than those of October, and,
as a matter of fact, exceeded most any month at this theatre.

This merely shows what personal pride and some extra energy
and pressure will do. As a matter of fact, our business is made up
of just those possibilities. If you will give some extra pressure, some
extra energy, the results will justify your efforts.

God does not choose leaders. He helps those that help themselves.
He favors the fellow that has got “‘guts’’ enough to put in a fe
extra hours of real sweat and then rewards him. ‘4

I do not particularly like similes, yet if you could sit at my desk
and know what it means for you to put on some extra pressure and

help us in our problems, I know you would make the supreme effort

et this time.—Sam Katz.

BIG DEAL HALTS
PETROFF'S TOUR
AROUND CIRCUIT

Noted Dancer and Pro-
ducer Postpones Ap-
pearance in Show

WANTED! WANTED!

Publix Opinion
wants clippings, photos
and an outline of your
campaigns on feature
‘pictures; stage shows;
institutional matter;
Organist or master of
ceremonies. Send ’em
in sO we can print ’em
for the guidance of the
rest of the Publix
family. Your work
thus gains recognition
and at the same time
aids others. C’mon,
boys, whose gonna
break the ice and slip
us a hot one! No
Prizes offered! Don’t
be bashful! Don’t wait
until you do something
original! Slip.us what
you DID. Chances are
some of your sure-fire
gags will be just the
reminder needed by
someone else who'll do
the same for you next
week!

Requirements of Publix pro
duction department expansion
created by the arrangement
whereby de Luxe theatres oy
ated by the Loew Circuit wil
be furnished with Publix en
tertainment, the proposed tour
of Boris Petroff in person as
the star of “Havana,” has been
cancelled.

Petroff will remain in Ney
York to produce new
shows. However, at some fu
ture date, he expects to make
the tour, seeking out talent
from each city served by Pub
lix. In the meantime, Jack
Partington, in association wit]
Petroff, is putting the finishing
touches to “Havana,” which
opens at New Haven on Jan
7. Miss Dorothy Berke, (who
in private life is Mrs. Boris
Petroff) will make the tour.

DON’T FORGET THE
FOUR FIRST NATION.
AL STAR EXPLOITA.
TION PRIZES FOR
JANUARY AND FEB.
RUARY

| Boston Metropolitan

New York, Week of Dec, 3lst, 1927

What Are You Doing F

“HELEN OF TROY”
MOUNT—First National’s big
Troy” has been booked to play t
| New York, starting January 7th.
ithe Globe, one of Broadway's

| NORMA TALMADGE in ™
ithe Rialto, New York on Decemt
engagement. “

| “BEAU SABREUR,” Param
| to “Beau Geste” will have its Broad
| Rivoli United Artists Theatre, on

7
+ tea

JESSE CRAWFORD, feature

| Paramount Theatre, New York, hi
| new record for Victor containing
' Sweetheart and Just a Memory.

ROUTE OF PUBLIX

FOR WEEK BEG.

.. Olympia Blue

Paramount

| One Week Lay Off
Buffalo......Shea’s Buffalo
| Detroit... Michigan
Indianapolis Indiana
St. Louis... Ambassador
Chicago . Chicago
| Chicago ; Uptown
| Chicago ..<.. ..» Tivoli
| Lay Off
Des Moines .. ....Capitol
Omaha .. .- Riviera
Denver .. ...The Denver
Lay Off
Dallas ... Palace
Ft. Worth .. The Worth
San Antonio.........Texas
Houston . Metropolitan
New Orleans Saenger
Birmingham Alabama
Atlanta ee Howard

Fe eee ee ae Tait Rett, Tae ane Tages ee ee Te ee ae te ee

| ‘Havana
Dancing Feet

LLOYD HUGHES SIGNET =
RING FOR WATSON.

NO PLACE TO GO is the First |
National picture featuring Mary |
Astor and Lioyd Hughes that won |
| or George Watson of the Spencer |
Theatre, Rock Island. the Lloyd |
Hughes Sienet Ring Mer. Wat-
son's operation permits that he
nay spend very little money, He}
ceserves the prize for the effec-|
ess of his cooperative adver- |
tisin; Which included a tie-up |
with several Srocery stores re-
“uNing in heralds being enclosed
n all pac kages delivered for three
prdahas vious to the opening of
+ pionaite ee also secured and
[window Fach some unusual
a bed presenting the Lloyd Hughes
| Prize to Mr. Watson, the judges
| wish to point out the fact that |
ithis prize winning campaign ig
splendid example of construetive,
practical work Without extra a 5
naa Watson sold his pak
fone Reig are against heavy
5S
| ment responded acnotamaty hari

tiver

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